Asics SportStyle and the Amsterdam-based brand Camiel Fortgens are teaming up for their first joint project, according to WWD. The collaboration is part of the Japanese brand's Crafts for Mind initiative.
The collaboration comprises two reinterpretations of the Asics Gel-Cumulus 16 sneaker, one in mary jane style, the other with velcro. Chaque model will be available in two colourways, green and brown.
Camiel Fortgens explains that the project aimed to work around the original shoe rather than completely transforming it. « With this project, we wanted to work around the original shoe rather than completely change it — adding a rough, handmade layer while keeping the classic technical form instantly recognizable », he stated.
A staggered launch between Amsterdam and Londres
The green versions of the collection will launch on 25 September at Tillatec, in Amsterdam. The brown versions will follow in October, exclusively at Dover Street Market London and the Camiel Fortgens flagship store in Amsterdam.
To dress the campaign, the duo enlisted Amsterdam-based photographer Pieter Numan, tasked with documenting everyday life in Amsterdam. The video component was entrusted to Amsterdam-based filmmaker Patrick Louwerse, who focused on subconscious, discreet movements.
A charitable dimension
This collaboration is part of Asics SportStyle's Crafts for Mind programme, a non-profit initiative supporting mental wellbeing through creativity and craftsmanship. A share of the proceeds will go to the FFort Foundation, which works to improve the mental wellbeing of young adults living with or surviving cancer through art and storytelling.
